Hospitality Firm Enriches Product Line, Reviving Time-Honored Brand
After undergoing automated processes such as depilation, spinning dry, cleaning, disinfection, and trimming, fresh meat enters the cooked meat products workshop, where it "goes around" in machines like automatic stuffing machines, drying smoking ovens, and secondary sterilization machines, resulting in a continuous production line of ham sausages... Tianjin Ershang Yingbin Meat Food Co., Ltd. (hereinafter referred to as "Yingbin Company") operates its production lines in an orderly manner.
Yingbin Company is a national leading enterprise in the agricultural industrialization sector, integrating slaughtering and cutting, deep processing of raw and cooked meat products, cold storage and transportation, and chain specialty sales. Its "Yingbin" brand is recognized as a Time-Honored Brand in China. "The company insists on upholding tradition and innovation, focusing on inheriting the brand's craftsmanship while striving for innovation in products, channels, and technology. By introducing modern production equipment, increasing R&D efforts, and expanding marketing channels, the Time-Honored Brand continues to show new vitality," Yingbin General Manager Zhang Yinglu told reporters. Currently, the company has an annual designed capacity of 1 million pigs for slaughter, a cooked meat product capacity of 40,000 tons, and a cold storage capacity of 55,000 tons.
Promoting Production Area Layout
In the corporate culture exhibition hall of Yingbin Company, there are photos and tools from different periods of cooked meat production. As a company with a century-old craft heritage, it has delved into the field of meat food processing, and its products have passed multiple quality management system certifications. It has a strong brand influence and market competitiveness in the Tianjin market but is little known in other parts of the country. While focusing on the local market, how to further expand the market outward has become a question for Yingbin Company to consider.
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"Fresh products, if transported from Tianjin to other regions, will not only increase logistics costs due to long transportation times but also easily affect product quality. Therefore, to open up a new situation for national development, we must overcome the difficulties in production and sales docking," said Yingbin Business Director Sun Jiyun.
Yingbin Company has sent several research teams to major high-quality pig production areas across the country, visiting leading production and processing enterprises. By selecting cooperative enterprises, Yingbin Company has established production bases locally and radiated outward from the base, gradually promoting products nationwide.
"The company has created a full industry chain business model from breeding to sales, from source to market, following the development concept of 'production area layout, sales area network building,' steadily expanding the sales area of Yingbin standard products, and forming a win-win situation that supplements the supply of the Tianjin local market, strengthens the reserve defense line, and expands the market in other regions," Sun Jiyun said.
At present, Yingbin Company has established production bases in many places across the country, unifying production processes, operation procedures, and work standards into standardized management, strictly controlling every link, achieving pig-by-pig inspection and batch-by-batch testing of cooked meat products, realizing the whole process of production visual supervision and the full life cycle of product traceability, and continuously strengthening the food safety defense line. Based on stable production, the company continues to build online and offline marketing models, and the market expansion speed is continuously accelerating.
Increase Innovation Efforts
While taking root in many places, Yingbin Company actively carries out product innovation, implements a strategy that suits local conditions, and organically integrates its own characteristics with local characteristics, effectively shortening the product and other regional market running-in period."Many people believe that the cooked food industry is part of the traditional agricultural product processing industry, with not much technological value added to the products. However, this is not the case. Due to fierce competition in the industry, companies must continuously engage in technological innovation; without innovation, they risk being eliminated at any time," said Zhang Yinglu.
To meet the "small," "new," and "novel" consumption demands of young consumers, Yingbin Company, based on inheriting traditional craftsmanship, has accelerated the development of nine major series of products such as sausages, marinated and braised products, and seasoned products under different storage conditions, building a diversified industrial structure system. Currently, the company owns 44 intellectual property rights, including 4 invention patents, 33 utility model patents, 4 design patents, and 3 software copyrights.
In addition to continuously enriching the variety of products, Yingbin Company has also upgraded from aspects such as product packaging and specifications. Taking the packaging of cooked meat products as an example, most of the company's sausage products require low-temperature storage between 0°C and 4°C, with a shelf life of 15 days. Some consumers have reported that "due to the large weight of the products, they cannot be consumed in one go, are not easy to store, and are inconvenient to carry." To address this, the company has upgraded its packaging equipment to create small-packaged, finely packaged products, reducing the weight of individual sausages, thereby providing a better consumer experience.
In recent years, Yingbin Company has continuously promoted the deep integration of innovation chains, industrial chains, and talent chains. By establishing cooperative relationships with universities and research institutes, the company has improved its technological innovation capabilities and the efficiency of technology成果转化, thereby driving industrial renewal. The company combines traditional craftsmanship with modern technology to improve and enhance traditional products and develop new products. Currently, Yingbin Company offers more than 100 varieties of cooked meat products, including rose ham and crispy fried meat, among which, the "small" characteristic sausage products are favored by the young consumer group.
Expanding Sales Channels
In the main factory area of Yingbin Company, green lawns surround several huge white "storage boxes," which are eye-catching.
"These are the new smart cold storage facilities we have built to store frozen meat products. The company has smartly upgraded power generation equipment and other facilities to achieve real-time monitoring and abnormal warning of the cold storage, dynamically complete data statistics, and accurately control the temperature based on actual utilization, ensuring product quality while significantly improving operational efficiency and reducing energy consumption," said Feng Yanjun, Deputy General Manager of Yingbin Company. In the past two years, Yingbin Company has successively installed photovoltaic power generation equipment on approximately 12,000 square meters of available rooftops. The "photovoltaic + factory" model efficiently utilizes the company's idle rooftops, achieving an annual power generation of 2 million kilowatt-hours, directly reducing carbon dioxide emissions by about 1900 tons per year, and saving nearly 1 million yuan in capital costs annually.
In order to quickly and safely push products to the market, Yingbin Company, while promoting intelligent development, has also seized the opportunities of digital development and continuously expanded marketing channels.
With the rapid development of the e-commerce industry, how to use the Yingbin brand advantage to expand the market has become a key research topic for the company. "The needs of users are the direction of our progress," Deputy General Manager He Shuai told reporters, "During live broadcasts, we saw many comments, 'Local people in Tianjin buy products from e-commerce platforms, which are economical and affordable, but waiting for express delivery takes a long time, which is not as convenient as picking up goods from stores.' To this end, we conducted special research and launched the 'community group buying' model, allowing consumers to place orders online and pick up goods offline nearby."
Yingbin Company actively builds an online channel matrix and increases the number of physical stores. By weaving a dense sales network, it achieves effective connection between online and offline, opens up the "last mile" of marketing, and strives to provide consumers with a more convenient shopping experience."Aiming to further enhance operational efficiency, expand channels, and strengthen competitiveness, the company vigorously promotes digital transformation. The Agricultural Bank of China's Hexi Branch in Tianjin has specially designed a digital transformation plan, providing funding for the construction of digital infrastructure, the purchase of intelligent equipment, and the development of software systems, to help the company formulate a digital transformation strategy, assess project risks, and optimize capital allocation," said He Shuai. Through continuous efforts, the company has been able to improve efficiency and productivity while achieving data-driven decision-making and refined management, promoting the continuous expansion of logistics and sales channels. The products have been sold to 26 provinces, and the brand's visibility is continuously increasing.
"Only by boldly stepping out of their comfort zone, keenly perceiving market demands, and actively exploring new consumer scenarios can time-honored brands continuously rejuvenate. We will lead with innovation, focus on brand building, and ensure quality systems to promote the high-quality development of the enterprise," said Zhang Yinglu.
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